Meta Muse AI Users Are Making Purchases Worth Over $200

Meta’s Muse AI agent is quickly becoming more than a tool for answering questions and completing digital tasks. The company says shopping has emerged as one of the most popular activities on the platform, with a surprising amount of money being spent through the AI assistant.

During Meta’s third-quarter 2026 earnings call, CEO Mark Zuckerberg revealed that more than 25% of people using Muse have engaged with its shopping capabilities. Even more surprising, the average purchase made through the AI agent is more than $200.

Muse Is Turning AI Into a Shopping Assistant

Muse was designed to act as a personal AI agent capable of performing tasks on behalf of users. Unlike traditional chatbots that primarily provide information, Muse can interact with websites and services and complete tasks that may require several steps.

Meta launched Muse in September with capabilities including sending emails, booking travel, filling out forms and making purchases. The company says the agent asks for user approval before completing sensitive actions such as purchases.

Shopping has now become one of the biggest use cases for the platform.

Average Muse Purchase Tops $200

The average purchase value reported by Meta is particularly notable because $200 is significantly higher than the price of many everyday online purchases.

Zuckerberg said more than a quarter of Muse's users are engaging with shopping, while the average purchase size among those transactions is above $200. Meta also said that transaction activity through Muse was higher than expected during its early rollout.

That raises an interesting question: What are people actually buying through Muse?

Expensive and Complicated Purchases Could Be Driving Usage

One possibility is that users are relying on Muse for purchases that are expensive, time-consuming or difficult to research.

Products such as washing machines, electronics and other household appliances could be suitable for AI-assisted shopping because buyers often need to compare specifications, prices, reviews and retailers before making a decision.

Travel bookings could also be contributing to the higher average. Flights and hotels can involve multiple searches and decisions, making them potentially useful tasks to delegate to an AI agent.

Insurance and other services that require comparing different options could also benefit from an AI assistant.

Muse Is Already Used for More Than Shopping

Although shopping has become a major activity, Meta says users are also connecting Muse to other services for productivity.

Email and calendar integrations are among the other popular uses, allowing Muse to work with information and services that users already rely on.

Meta says more than 10 million people have adopted Muse, while around 25% of users who set up the service are using it daily.

Meta Wants Muse to Become a Major AI Platform

Meta is planning to expand Muse significantly as it develops its AI strategy. Zuckerberg said the company wants to scale the service to potentially serve billions of people.

The company also plans to generate revenue from Muse through commerce activity and paid options for users who need additional capabilities or access to more advanced AI models.

Meta is also working on making Muse more efficient to operate. The company expects improvements in computing efficiency to help make the AI service profitable as it reaches a much larger user base.

AI Shopping Could Change Online Commerce

The growing use of Muse for shopping highlights a larger shift in online commerce.

Instead of consumers visiting multiple websites, comparing products manually and completing checkout themselves, AI agents could increasingly handle the research and purchasing process.

That could eventually change how retailers compete for customers. Businesses may need to make their products easier for AI agents to discover, compare and recommend.

For now, however, the most interesting part of Meta's Muse experiment is the spending behavior. With more than a quarter of users already using the AI agent for shopping and the average purchase exceeding $200, consumers appear willing to trust AI with considerably more than simple product searches.

The next question is whether that behavior will continue as AI shopping becomes more widespread.